The Power of Social Currency

Opinion: Consumers’ willingness to share has great brand-building potential

Social currency is the extent to which people share brands or information about brands as part of their everyday social lives weerapatkiatdumrong/iStock

In 2009, I coined the term social currency. I defined it as the extent to which people share brands or information about brands as part of their everyday social lives. I became convinced that consumers’ willingness to share has great brand-building potential.

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